taking a bite out of branding: how to create your...
TRANSCRIPT
11/13/2014
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Taking a Bite Out of Branding: How to Create Your Authentic Brand to
Promote You and Your Program
LIVE Webinar
Presented by Liz Goodgold with guest Karen Dietz
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#BetterBranding @lizgoodgold
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Branding is Personal
• First interaction determines future results
• Warmth and competence build relationships, trust & donors
• You are the brand ambassador
• First line of interaction
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The 30 second infomercial is dead!
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Say
Good-bye
to the
“Elevator”
Speech
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Why a 7-second Hook?
• Get remembered
• Get rewarded
• Get donations
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Originates from your Brand DNA
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Litmus Test
• Your mom understands what you do
• Friends and colleagues can repeat it verbatim
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Homework #1: Do a self –assessment
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Homework #2: ASK!
• Colleagues
• Vendors
• Clients
• Customers
• Fish who got away
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Mind the Gap: COMPARE THE 2 Overlay your Brand Vocabulary
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Make Their Headwhip!
Goal = TELL ME MORE! + flawless recall
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Themes that work: Humor
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Themes that work: Co-branding
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Themes that work: Rhyme Time
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Themes that work: Emotion
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Themes that work: Play on words
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Themes that work: Alliterations
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Themes that work: Full-frontal
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Themes that work: Gimmick
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Themes that work: Hit Them with the Unexpected
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Themes that work: Keep It Simple
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BUT, I don’t want to be corny….. I’m not funny…..
I’m not clever……
7-second hook must fit YOU!
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Deadly sins of 7-second hooks • Complicated
• Long
• Jargon-riddled
• Cliché
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Your hook is NOT your tagline!
• Point of difference about you, your organization, or your company
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Need Help?
• Custom-Created 7-second hook just for you
• Value that lasts a lifetime
• More info: http://www.redfirebranding.com/done-for-you-services/
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Create a Brand Vocabulary
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Homework #3: Keep a list of frequently used words and phrases
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Relevant Words to Your Brand
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Vocabulary Dictionary Words that you make Ownable
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Relevant Words to Your Brand
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Fetch
Me!
Relevant Words to Your Brand
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Relevant Words to Your Brand
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Relevant Words to Your Brand
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Punny Words
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Punny Words
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Punny Words
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Punny Words
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Punny Words
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Punny Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
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Good Invented Words
Phi Beta Kapital
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Bad Invented Words
• Skinny Cow- Carmelistic
• Humbition Founder & CEO Cyrus Massoumi of ZocDoc
• Hardwarian – True Valu hardware
• Drinkability – Budweiser
• Beneful • Smelf – Old Spice
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Own Brand Name Spin-offs
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Da
nta
stic
Lord
Have M
urp
hy
Juniv
ers
e
Pre-Elizabethan Era
Words of Lizdom
Pay the Pieper
Jerantee
Peetniks
Create a Strong Visual Brand
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Visual Brand-By Accessory
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Bruno Mars
Michael Jackson
Brad Paisley
Visual Brand-Signature Look
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Increase Recognition
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Visual Brand- By Outfit
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Body Part
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Questions?
• Liz Goodgold – [email protected]
– www.RedFireBranding.com
• Karen Dietz – [email protected] – www.JustStoryIt.com
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